Global wellbeing organisation Therme Group has become a strategic investor in experiental art company Superblue.
The investment has been made through the group's Therme Art arm and will see the group provide expertise and resources to Superblue in order to advance their "aligned visions" for the realisation of interactive experiences that foster social awareness, exchange, and impact.
Featuring long-term installations, Superblue's experiential art centres are specifically conceived for the presentation of large-scale works that make visitors active parts of the art itself.
Through their work, Superblue artists encourage engagement with some of societies' most pressing issues and provoke people to find "new ways of understanding" themselves and their symbiotic relationship to each other and the world.
According to Mikolaj Sekutowicz, CEO of Therme Art, the collaboration with Superblue fits in with Therme Group's vision to create the world’s most advanced wellbeing resorts, achieved by "harnessing the complex interplay of nature, technology, and culture".
Sekutowicz said: “Therme Art was founded to put culture at the very heart of Therme Group’s new urban development strategy.
"There is an urgent need to reimagine our cities across social, economic, and environmental dimensions.
"Culture is a key factor in this. Within the art community, Superblue empowers the most creative people in our society to realise ground-breaking projects which reflect the much-needed shift from an economy based solely on transactions to an economy of cultural experiences that foster mental and physical wellbeing."
He added that, in the future, the concept of immersive digital art experiences will form part of Therme Group’s portfolio and will be made available in its wellbeing resorts.
The Superblue collaboration comes just months after Therme Group announced it had signed a deal
with strategic food, hospitality and tech consultancy, Russell Partnership Collection (RPC), to create a new joint venture called Therme RPC.
Therme RPC will deliver food and nutrition strategies across all Therme Group wellbeing resorts worldwide, including the £250m (US$333m, €274.3m) Therme Manchester wellbeing resort, on track to open in 2023.
In 2020, Therme Group received approval to build a £250mn wellbeing resort in Manchester, Therme Group and revealed plans to develop and expand
its concept in other major UK cities.